DIGITAL MARKETING FOR A SMALL BUSINESS CREATING $60K+ IN JOB LEADS
Very! Very happy with my new website and look forward to working with Paul further to develop my marketing strategies."
In August 2020 I was contracted to provide marketing consulting to a renovation company in Sydney called Passion Built. The business owner had created a website using Go Daddy’s site building software but he wasn’t getting leads & was to relying on referrals to get new renovation jobs. It meant the business wasn’t growing even though the renovation sector in New South Wales was growing year on year with the HIA reporting spending growth of nearly 25% in 2020.
This is why it is so important for any business owner to hire a marketing consultant who can review their online marketing activities – it is the only way most businesses will get found.
So for this project Passion Built wanted help with their marketing and I was engaged as a freelance consultant to build a new website, provide SEO development & assist with Google Ads campaign management. The digital marketing execution has been completed in phases over the last twelve months which included the addition of renovation job stories to showcase some of the completed projects. The combination of new website, revised Google My Business profile, a mobile responsive website, new website hosting and improved execution has helped to deliver more than $60,000 in renovation job bookings.
GODADDY SITE BUILDER MIGRATION
NEW WORDPRESS WEBSITE DESIGN
WEBSITE SEO DEVELOPMENT
GOOGLE MY BUSINESS OPTIMISATION
WHAT WAS THE MARKETING BRIEF?
Determine how to create more renovation quote leads.
Like many renovation business owners in Australia, Passion Built didn’t have the expertise to put time and energy into their digital marketing efforts, that is quite understandable. Apart from referrals, the owner was using sites like Service Seeking, Hi Pages and job board listing sites to generate renovation quote leads but each of these platforms can be quite expensive at $10 or more per lead. More importantly, the quality of the leads can vary greatly with many people just looking for simple makeovers. So it was important for the business owner to get a marketing consultant who can help put the right lead generation and customer conversion strategies in place.
Provide marketing coaching to ongoing development.
Creating a new website is just one piece of the puzzle when it comes to generating more leads and enquiries. I provided marketing coaching to the business owner to help them understand what would be needed after the site went live. This included advice on generating written reviews, collecting before/during/after photos of fished projects, how to use professional photography and more.
What did this business need to get more leads?
WHAT WAS the marketing SCOPE OF WORK?
It was a simple decision for the business owner to make which was to turn off the two existing websites and build a new website to give them a fresh start. The website would be built using WordPress and the site structure would be suitable for desktop, laptop or mobile users and give the renovation business the ability to add content or make changes as needed.
WHAT DIGITAL MARKETING RESULTS WERE ACHIEVED?
The new website for the renovation business delivered an immediate improvement. For the first time ever the brand was able to show off their amazing work, all their qualifications, their reviews & in depth information about all the services they offered. The website was fast, responsive and suitable for use on mobile phones which is very important for Google page ranking these days.
Within weeks Passion Built were able to start capturing and converting renovation job requests received via email or phone. All the performance data was being captured to prove and track the results as well.
HOW DOES THE RENOVATION BUSINESS GET MORE WEBSITE VISITORS?
All the fundamentals are in place now for Passion Built to continue building on. The updated online profiles give them the ability to show off their work and expertise via Google My Business or the website which will build long term brand value. Doing so will help grow their exposure but also help convert a higher % viewers to people making enquiries.
If they decide not to add any extra content to their website then that is ok as well. It just means they will need to rely on other ways to find new business from existing customers, referrals or doing other forms of advertising. The challenge with that is the amount of time or money it can take compared to a website working 24/7.